I never understood why some service businesses choose to advertise “affordable pricing” or “fair pricing” or “competitive pricing” or “honest pricing,” and so on.
Seems like on one hand it may convince the customer to choose you and not price check your competition. On the other hand it may create an issue if the customer does price check and finds a lower priced competitor… now you’re possibly a liar in the customer’s eyes.
tags like “competive” and “affordable” are not absolutes. I think its extreme to be labeled a liar because someone ends up having lower prices. affordable and competitive don’t mean “lowest prices in town!”
You’re definitely correct, they are not absolutes. I just believe it may point the customer’s thinking in the direction of labeling you a liar… at least some of the time. Might be better to leave it open to conversation so you can sell your company’s value to the customer.
Right, they are subjective, so the customer may have a different opinion about what is “affordable”.
IMO, the prices speak for themselves, so those terms need not be used, but I don’t think it hurts to use them either. Once you bid the job, the customer decides what is fair, affordable, competitive, etc. about price comparisons with their other estimates, regardless of what your ad states about it. I don’t think those terms will draw anyone in, because if those are concerns, then they will be getting other estimates anyway, or they already have and just want your bid for comparison. Either way, I feel those terms have little to do with their responding to your ad…
I don’t think the “professional service” needs to be bulleted either, because it is not like you, or they, would be expecting anything other than that (I would keep the word Professional in the title above though… “Professional Window Cleaning Services”).
As far as the other bullets…
Free Estimates - YES - because some people do charge.
Five Star Rated - YES - that is something that proves the professionalism
Family Owned & Operated - YES - mop & pop operations are desired by many who want to support small businesses.
I would replace those “Affordable Prices” and the “Professional Service”, with “Fully Insured” and “Satisfaction Guaranteed” in the bullets, just for the speed readers who may not have taken the time to find that info in the paragraph of text above the bullets. That may have a direct impact on the response.
These things are factual and can be verified, so they cannot be disputed with opinions. So by stating just the facts, there is no chance of being labeled a liar by anyone who would respond in that manner, unless of course they are simply unreasonable, and you wouldn’t want them to respond anyway.
Great points! Much appreciated
I choose to list it because price is always a factor and one of the talking points in a estimate almost always is pricing. I’m not the absolute most expensive but I am not the cheapest. I do offer competitive pricing based on the level of service that we offer.
